A day after controversy erupted over its ad campaign calling Diwali “Jashn-e-Riwaaz”, clothing brand Fabindia clarified on Tuesday that the products under that capsule were not intended for Diwali. She said they have not yet released their Diwali collection, which she will call ‘Jhilmil e Diwali’.

“The current capsule of products under the name Jashn-e-Riwaaz is a celebration of Indian traditions. Sources at Fabindia told CNN News18 that the phrase literally means.” “The capsule is not a Diwali product range. Our Diwali range has not been launched. The sources added that its name is Jellmel Diwali.”

ALSO READ: FabIndia trends boycott on Twitter after Diwali Group brand names ‘Jashn-e-Riwaaz’

On Monday, Fabindia attracted BJP leaders, among others, and criticized the brand for its choice of words. In a tweet posted on October 9, which has now been deleted, the clothing brand said: “While we welcome the Festival of Love and Light, Jashn-e-Riwaaz by Fabindia is a group that beautifully pays tribute to Indian culture.”

The MP from the BJP Tejasvi Surya criticized Vabindia, saying it was a “deliberate attempt to highlight Hindu festivals”. “Depavali is not Jashin Rewaz. This deliberate attempt to highlight Hindu festivals, which depicts models without traditional Hindu attire, should be recalled,” Surya, BJP national chair Yuva Morcha, wrote on Twitter.

BJP leader CT Ravi also called on the brand, saying, “If Fabindya is too secular, let her serve them. We will find a different outlet!”

Manipal Global Education President Mohandas Pai tweeted: “Using strange terms for a Hindu festival is a deliberate attempt to snatch and subvert our heritage! You can use any brand name you want to spread on Diwali but at this time, associating it with Diwali shows a perverted mindset!”

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